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Football may differ from basketball, where I've done my work, but I'm of the opinion that coaches ratings are not only justified, but needed. After a year of coaches ratings, you see trends with officials, and those trends are what should be evaluated. In hoops, one of the biggest complaints from a losing coach is "did not call the same at both ends of the floor." Obviously, that's pretty useless, but when we (I was on the board) were reviewing coaches ratings, we threw out the non-important and emphasized what seemed to be coming up all the time.
Should it be a sole decider of post season assignments? No. Should it even be a factor? That's up to the organization, but if you as an official are trying to improve, it should be an important consideration. The coach mistakingly rating the wrong official aside, coaches are knowledgable of the game, but are looking at the game differently than a neutral observer. This perspective, simply because it is biased towards their team winning, shouldn't be discounted. It can be an important source of information.
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